256 pages : 28 cm

"How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways. Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. "Advertising: Concept and Copy" covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising."--Product description

Includes bibliographical references (pages 245-248) and index

Creating an advertising strategy -- Researching your client's product -- Understanding consumer behavior -- Analyzing the marketplace -- Defining strategic approaches -- Developing the creative brief -- Headlines and visuals : thinking in words and pictures -- Body copy I : establishing voice -- Body copy II : writing well -- Television -- Radio -- Other media and genres -- How to be creative -- How to write a headline -- The power of fact -- Testimonials : the power of personality -- "Two-fers" : comparisons, before and after, and other dualities -- Reversal -- Metaphor -- Verbal metaphor -- Postmodern advertising -- Human truth -- Grace notes

plus-circle Add Review

comment

Reviews